The Economist has recently shunned TV advertising in favour of social channels where it believed it could better target it readers. But with improved TV technology, the brand is moving back to traditional mediums and using its digital learnings to draw people in.
McDonald’s CEO Steve Easterbrook says the brand fell behind in technology and is now having to play catch-up as it looks to use tech to improve the customer experience and boost engagement.
Mondelez is launching a new marketing model that aims to improve the return on investment of its global media spending, placing a big focus on original content and brand partnerships as it looks to fight growing consumer appetite for ad blocking.
Just a year ago and it was almost impossible to avoid bad news about WeWork, but its new CMO says that’s all in the past as it looks to better communicate its proposition and role in the future of work.
The internet has facilitated an explosion of niche interests among consumers, which means brands need to understand the connections between them in order to find and reach the right audiences.
Normality is an illusion – consumer behaviour is always in flux and the marketer’s challenge is to assess which trends are worth anticipating and acting on.
Covid-19 may have put Brexit strategy on the backburner, but has the existential threat posed by the pandemic recalibrated how brands view Britain’s exit from the EU?